Art Direction
The ask:
Encourage young users to see Duolingo as impactful and actually use it.
Trailer
First, we created a trailer that introduces the origin story: Duolingo’s mascot, Duo, is abducted by aliens and dropped back on Earth unable to speak. As he struggles to communicate, the film sets up the premise for the campaign.
First, we created a trailer that introduces the origin story: Duolingo’s mascot, Duo, is abducted by aliens and dropped back on Earth unable to speak. As he struggles to communicate, the film sets up the premise for the campaign.
Social
After the trailer, users are met with a disruption screen where Duo is “unavailable” and language services are temporarily interrupted. This moment pulls the narrative directly into the product, making the situation feel immediate and real, while prompting users to engage and learn what happened.
In-app activation
We extended the story into OOH, showing Duo struggling to remember basic words. Each placement prompts passersby to help via a QR code, turning real-world moments into interactive ways to restore his voice.
OOH
Then, we introduced a global leaderboard where countries compete to teach Duo how to speak again. Users contribute by sharing their language skills, and each interaction helps their country climb the rankings. The leaderboard visualizes progress in real time, turning collective knowledge into a competitive, social effort to restore Duo’s voice.
Leaderboard
Art by Valerie Dreyfuss
Copy by Mari Regaldo